Marketing Question
Executive Summary Theoretical model – To have a model of the project, we need a systematic approach that should b e based on the present market status of the Supreme and these are results o f analyses of all the factors that caused low sales and popularity of the b rand. Our model includes the analysis framework as a part of it being a com prehensive analysis framework of several dimensions. This study is framed t o investigate consumer behavior theories such as brand loyalty, perception, and satisfaction to explore the underlying reasons attributed to Supreme’s negative effects and the issues that have been left out. The study intends to use theories like reasoned action and planned behavior to know consumer intentions and how they make choices. The brand’s level of engagement with consumers will be examined with the help of the consumer involvement theory (Vinicius Jaques Gerhardt et al., 2021). Porter’s Five Forces model will b e applied to examine the competitive landscape, identifying customers’ barg aining power, the threat of substitutes, and the intensity of rivalry. Game theory will be explored to analyze competitors’ strategies in the streetwe ar market, allowing for the know-how of what moves/reactions to expect from the competitors. This study is about brand image and positioning in connect ion with Supreme, mainly about its uniqueness in contrast to rivals. The es say adopts the framework of Keller’s Brand Equity Model to identify whether Supreme is regarded as dominant and unique. Resource-based view theory is a pplied here for the purpose of identifying the internal strengths and abili ties of the organization to gain a sustainable competitive advantage. In ad dition, the market segmentation idea will be utilized to classify markets’ demographic and psychographic characteristics to form focused marketing eff orts for maximizing conversion rate among consumers (Vinicius Jaques Gerhar dt et al., 2021). The research applies such grouping techniques as k-means clustering or latent class analysis to specify consumer groups with shared characteristics and interests. In addition, it applies the innovation diffu sion theories as a lens for examining the patterns and consumer preferences in streetwear fashion. We can know this by finding out the early adopters a nd influencers within the fashion community who will be the focus of the ma rketing efforts in the form of tailored presentations and product launches. Market Research Design Process and Examples of Each Step 【待添加】 1. Identify data needed (or establish purpose of question) 2. Research existing questions 3. Draft new questions or adapt existing question 4. Review and revise 5. Question placement 6. Pilot testing 7. Begin data collection References: Vinicius Jaques Gerhardt, Cezar, J., Ismael Cristofer Baierle, & de, C. (20 21). Theoretical model for identifying market development indicators. 71(7), 2659–2679. https://doi.org/10.1108/ijppm-05-2020-0259
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